Earlier this month, PETA released yet another viral video as part of their stand against the cruel Angora fur trade in China. Aside from being housed in deplorable conditions at the farms, the innocent rabbits have their fur painfully pulled out of their skin without any sedation or painkillers. Then, they are left to suffer in pain while their fur grows back—only to have it ripped out again.

The social experiment took place in Korea, where a white bunny mascot walked the streets, tugging at random strangers’ hair. As expected, most of them exclaimed in shock and pain, and were visibly angry with the bunny. The video then questioned the viewers, “You think this is pain? Angora rabbits have it worse.” It ends on a graphic note, showing a short clip of a Chinese man ripping out a poor rabbit’s fur as it shrieks and cries in agony.

These Korean citizens just got a dose of REALITY!Can you imagine having your hair repeatedly PULLED OUT without painkillers?: http://peta2.me/2rpod

The comments reflect that most of the viewers are disgusted by the practice, and had no clue this was how the fur was harvested in China. Many of them also included pledges to boycott Angora fur from now on.

One commenter was even kind enough to share a video of how it can be done humanely, by simply shearing (similar to shaving) off their fur. Here’s how it is done at a responsible farm in New Zealand.